B/SPOKE
Voice & Tone Guidelines, Website Copy, Quiz Design
Case Study
After the pandemic, B/SPOKE wanted to refresh their user experience with a simplified sitemap and copy that encouraged people to reignite their fitness routine.
However, their first copywriter didn’t change much about their messaging (and burned through most of their budget in the process). I had to swing into action quickly, turning in energetic content for a whole website in 13 hours.
The Goals
Voice & Tone
Create a more resonant communication style appealing to B/SPOKE’s existing customer base and those curious about starting a fitness journey.
Copy Optimization
Using the newly defined key messages, create copy that supports and empowers users to navigate through the site and establish their wellness goals.
Quiz Design
Design a quiz that matches B/SPOKE users to a membership plan that fits their lifestyle. Make it easy for members to manage their workout routines, no matter what life throws at them.
Encouraging Sustainable Fitness Routines
B/SPOKE positioned themselves as one of the premier boutique fitness studios in Boston. While this identity worked for health and wellness nuts, it was perceived as intimidating to those who didn’t work out regularly.
However, B/SPOKE was also passionate about promoting diversity, equity, and inclusion in the fitness community. To create a more approachable personality, I treated this belief as the center of their mission — creating several unique key messages and value props spawning from this idea.
Kicking Gym Elitism To The Curb!
Everyone deserves a safe, fun place to sweat out their troubles. B/SPOKE’s new website copy encourages inclusivity by promoting realistic goals, personal accountability, and active communities.
Building Perfect Workout Plans
Whether the user is a busy professional or a total workout junkie, I designed this short quiz to help them get the biggest bang from their B/SPOKE membership.
